Enterprise Setup for Marketing Automation

UI/UX Design

Overview

Challenge

Today very few of our marketing application customers are able to successfully self-implement and configure the tool without the aid of services. Many reasons contribute to the complexity, including:

multiple integration steps required to sync data between clouds
technical complexities with configuration
many personas involved across several departments
users, roles and permissions must all be defined and mapped

Outcome:

By building a Marketing Automation solution on the Salesforce platform, users are enabled with a unified and simple, self-service experience leveraging the shared services of the platform. Reducing the time to setup and configure an organization enables Admins to get users up and running faster, decreasing the time to value for the business.

Stakeholders and Contributions

MY ROLE
UI/UX Design

PROJECT PARTNERS
Product Managers (4)
Engineering
UX Design Partners
Content Experience

PROJECT TYPE
New product offering

The Process

Discovery

A lack of domain knowledge in the area of setup and admin on the Salesforce platform led to a thorough analysis of current implementations, patterns and personas.

Understanding the Problem

Methods

Competitive Analysis

To build on my understanding, I analyzed similar applications’ setup and admin experience. This provided valuable insight into users existing mental models and expectations, as well as potential feature enhancements.

*Qualitative analysis from 5 Admin user sessions*

User and Stakeholder Interviews

Key user interviews were conducted to understand the entire lifecycle of the setup and configuration process.

Goals:

Explore tasks customers look to complete at each stage
Define areas of frustration and gaps
Understand the Admins’ goals for their users (Marketers) during each stage of setup

Outcome:

Each stage resonated with users, but not as the sequential stages of one linear workflow. Users felt beyond the initial setup and configuration stage, there didn’t appear to be any distinguish between the ‘Manage & Monitor’ and ‘Optimize & Growth’ stages. Additionally, self sufficiency and growth in aptitude were expressed as goals for internal and external users

Internal Focus Group

Multiple sessions with Product Management stakeholders from the current marketing implementation were conducted to aid in establishing requirements, use cases, and workflows. Involving these experts throughout the process to assess the experience and features guided our understanding of the current implementation pain points and gaps in order to create an optimal experience.

Strategy

By partnering with product management and engineering leads, we explored how to deliver value to customers release over release while continuing to build on features.

Success Criteria:

Decreased time to setup & configure (marketing users are enabled)
Integration with Trailhead
Time to First Email Send

UX Goals

Self-service
Guided
Reduce complexities with smart defaults and templates
Contextual content and learning

Thumbnail flow to identify long-term strategy release over release.

Define and Ideate

As we moved through the discovery and requirement phases, the design direction started to take shape.

We identified the business goals, user goals, and technical considerations, which gave us insight into the overlapping areas. From this, we decided what product features were necessary for the initial pilot design.

Key Features

Sender From Address Management
Private Domain Management
Setup Assistant
Onboarding and Enablement

Let’s Make Something

User Flows and Wireframes

Thumbnail Workflow

Thumbnail flow of Admins workflow through the application. This is a crucial part of my process to identify the various touch points between personas and apps.

User and Process Flows

Setup User Task Flow Analysis

The user flows helped guide end to end flow for Private Domains. Additionally, this was crucial to identifying potential areas of risk due to communication breakdowns, persona handoffs, and in what application each task was occurring.

The process flow gave stakeholders insight into where the user would be interacting with the system and how the emails were being routed in the form.

Wireframes

I began the process with sketches and low-fidelity wireframes of several of the main features for the Setup application. I focused on high-level interactions, layout, and content hierarchy. From there, I moved into higher fidelity wireframes and interaction design.

Final Prototype

Coming soon…

Next Steps

We conducted a heuristic analysis in order to evaluate the user experience across each of the usability heuristics. Feedback pointed to several areas to focus on for the next iteration.

*Heuristic analysis insights for Setup and Admin*

The End

Thanks for reading